From Desire To Necessity: The Role Of Emotions, Attitudes, Perception Of Loss, And Subjective Norms

Abstract

This article explores the effects that consumers’ anticipated emotions, attitudes, perception of loss, and subjective norms have on the extent in which a desire (not a must) for a product or service comes to be perceived as a necessity (a must). The findings indicate that emotions such as joy, interest or surprise, as well as viewing products and services as useful, practical, or suited for problem solving, tend to be more associated with the conversion from desires to necessities. In addition, a strong impact on consumers’ perceptions about desires becoming necessities was observed from the consideration of difficulty, pain or problems derived from the eventual loss or lack of access to products and services. Managerial implications and recommendations for future research are presented.